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INTERVIEW JOHN LEWIS


Soft sell


Having practically built a business strategy on the absence of techno-babble and hard selling, John Lewis’ technology department has seen some impressive gains recently, and what’s more, the rest of the industry appears to be coming around to its way of thinking. Andrew Wooden talks to Ed Connolly, head of buying for consumer electronics…


IF THERE’S one theme that has been consistent among technology retail in recent times, it’s the push towards simplification. These days, it seems extremely important to PC World, Comet and Best Buy to eradicate what can charitably be called spec-based selling, and more frankly described as techno-babble. It’s not because shoppers are getting


stupider, or that the technology is particularly becoming more complex to understand. It has much more to do with the enforced life cycles of consumer technology sectors in the last few years. In days gone by, the model was: New tech is launched at a very high price in relatively low yields and enthusiasts account for the majority of


28 PCR November


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